This fight between hotels and online travel agencies over who owns the customer is getting way juicier now that AI is in the mix. Like, if Kayak or Google is the one talking to you, recommending hotels, taking your payment, and sending confirmations does anyone even see the hotel until check-in.
Hotels are acting like they’re going to win this round, but unless they seriously upgrade their direct booking experience and no, exclusive perks buried behind 10 clicks doesn’t count, OTAs are just going to keep owning that first click.
I don’t know about you, but I still book with whatever’s fastest and least annoying- loyalty be damned. Anyone here actually feel more connected to a hotel brand than to Google Flights or Booking?
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